P&G Pays $3.8B for Supplements Brand Thorne Amid Growing Health Market
Procter & Gamble (P&G) is acquiring Thorne, a supplements brand founded in 1984, for $3.8 billion. The acquisition is expected to be announced on Tuesday and marks P&G's bid to grow its health and wellness division.
The company already owns several other supplements brands, including Metamucil, Align Probiotic, and New Chapter vitamins. Thorne has seen a surge in direct-to-consumer sales and its annual revenue surpassed $500 million in 2025.
Thorne's CEO Colin Watts had predicted the brand could reach over $1 billion in revenue within a few years. The majority of Thorne's revenue comes from shoppers under the age of 40, which aligns with P&G's aim to own premium brands that appeal to younger consumers.
P&G has been struggling with flat volume and worse-than-expected revenue in its latest quarter, with its healthcare segment being the worst performer. The acquisition demonstrates the company's broader strategy to profit from the growing trend of vitamins and supplements.